Brew City, a US frozen food brand from McCain, is catering for the growing social eating trend with the introduction of nine snacking skus designed to be eaten with craft beer.

Brew City Frozen Beer Snacks

Available in the UK now, the line-up includes: cheesy brew bites; IPA last order fries; onion straws; halloumi fries; man ‘n’ jack kegs; pickle bar fries; arancini shots; potato pint pots; and fiery jalapeno bottle caps (rrp £2.79 / 150g-400g pack).

Made for sharing and to complement different types of beer, the launch of Brew City is being supported by a £6m multi-channel campaign spanning TV, out-of-home, print and online media, as well as experiential, PR and social media activity.

Mark Hodge, marketing director at brand owner McCain UK, said: “The craft beer trend has really exploded in recent years, so now is the ideal time to launch Brew City, a brand-new UK category of proper satisfying frozen food snacks, perfectly paired to craft beers.

“An exciting new brand for us, the range combines bold, on-trend flavours with a satisfying crunch to create the best tasting experience – and the perfect sharing food for friends to enjoy over a craft beer or two.”

Hodge added: “Gathering with friends over informal food and drinks is also a trend that has really gained pace in recent years. The Brew City range really caters for this, providing retailers with a great way to extend the consumption occasions available in-store and to drive repeat purchases as a result.”

Brew City launched in the US 20 years ago and its nine-strong range of frozen snacks will initially launch into Co-op stores and other grocery retailers this September, before rolling out to convenience stores this October.